In 1998, L’Oreal (French) purchased Soft Sheen, a company owned and managed by African-Americans, which targeted the “ethnic” hair market. Making the move to dominate this market, L’Oreal followed up with the purchase of Carson, Inc. The resulting brand was SoftSheen-Carson.
Today, weaves are an open secret.
I didn’t catch onto weaves until the last few years. I think my ignorance ended with Oprah Winfrey and Beyonce.
I used to think most, if not all, black actresses and singers had the greatest heads of hair in the world. These women were blessed, able to withstand relaxers, heat, and constant abuse that people like me could not. I thought if one was rich, or had the right genetics, they would have hair like the woman in the picture.
Primary beneficiary: the advertisement promotes caring for your weave like real hair.
Secondary beneficiary of this magic potion: the natural / relaxed hair beneath the fake hair.
Yet, black (hair) magazines never provide good hair care advice. There will be articles coupled with this product. I can only see this leading in one direction: baldness.
The advertisement builds on the fantasy that caring for the weave is tantamount to taking care of the real thing. No, it is not. Natural / relaxed hair, and the scalp, require tender loving care. A weave only allows one to neglect them – compounding the problems it hides.
Hot Enough for You?
As of this writing, it is 94 Fahrenheit degrees outside. I’m thinking: could I wear that thick and heavy thing in this heat? No. I’d be scratching my scalp off. My own hair makes me hot enough. Right now I’m sporting bantu knots to stay cool.
I can’t blame clever business people. They realize if some black women never want to show their own hair, they can convince them that synthetic material, or human hair, can be treated better.